Autoplay is the New Default at Twitter

Twitter has announced that videos will now autoplay as a default for viewers within their timelines. Similar to how videos work at Facebook, Twitter users can expect to see videos automatically playing on mute. Selecting a video will result in it going to a full-screen video with sound. Twitter's research has shown that autoplay had benefits for advertisers and users including:

• A majority of users preferred autoplay to other methods,
• it resulted in better video recall for users,
• and it increased the likelihood that users would complete a promoted video.

In the same announcement, Twitter also addressed what the change would mean for advertisers. They explained advertisers only pay for a view when a video has been opened into 100% in-view on a user's device and watched for at least three seconds. You can read their full announcement here.